luxury fashion house Balenciaga has unveiled a new campaign promoting a collection of destroyed sneakers with a jaw dropping price tag, and it has the internet plus fashion critics divided.
The images, shot by photographer Leopold Duchemin for the brand, of severely tattered, distressed shoes have gone viral following Monday’s launch of the couture brand’s new Paris sneaker, with outrage at the appearance of the high tops swirling online. Arriving in red, white and black, the shoes feature washed-out marks all over the midsole, with Balenciaga’s logo appearing at the toe.
But the photos of the destroyed sneakers circulating on social media don’t exactly tell the whole story. While they have courted the most controversy, the images are actually of exaggerated, limited edition versions of the sneakers that Balenciaga is selling.
According to the fashion house, only 100 pairs of “extra destroyed” sneakers will be available to buy for $1,850. Meanwhile, the non-limited edition, and less roughed up versions, are being sold on the Balenciaga website for $495 and $625, depending on the specific style.
In a press release, the Paris-based brand said that the campaign photos show the shoes “extremely worn, marked up, and dirtied. “It said the still-life portraits “suggest that Paris Sneaker are meant to be worn for a lifetime” — a point that feels especially relevant amid growing conversations around the fast fashion industry and the impact of overconsumption on the planet.
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